TO UPGRADE YOUR MONEY MANAGEMENT
SKILLS AND BECOME THE CFO
YOUR BUSINESS NEEDS

THE NEW CLASS OF
CERTIFIED MEMBERS
INTERNATIONAL BOARD
ON THE MOVE

MEMBER SPOTLIGHT

ZAYNA ROSE

OCTOBER
2017

LICENSING
OPPORTUNITY

Boost your Brand. Build your Business.
Grow your business or launch a new company with our new impression management
training modules! Help your clients present an image that reflects their personal brand
and enhances their credibility!

WELCOME TO THE FALL SEASON. The leaves are changing colors,
the temperatures are cooling or warming up (depending upon where
you are in the world), and we’re quickly moving into the holiday
season. It’s during this last quarter of the calendar year that many
of us begin to reflect on our accomplishments and setbacks in the
current year and begin to make plans for the new year to come. Now
is the best time to perform a financial check up in your business.
True confession time. Finances are NOT my favorite subject. While I like
to see money coming in (and am very fond of spending it), I’m not a fan of
tracking, record keeping, budgeting, and analyzing it’s performance. Just as
most of our clients have never been taught etiquette, executive presence,
or even the fundamentals of their appearance, many of us have not been
taught the principles of finance and money management. Robert Kiyosaki,
author of Rich Dad, Poor Dad, confirmed this saying, “We were not taught
financial literacy in school. It takes a lot of work and time to change your
thinking and to become financially literate.”
This issue is all about money management and financial education. You’ll
find advice from financial consultants who challenge conventional thinking
about finances and others who provide tried and true principles of money
management. In our Master’s Series, Helena Chin and Sarah Hathorn
share the techniques they used to build incredibly successful businesses.
In addition, our member spotlight Zayna Rose not only shares about her
journey of success but provides her own insights on business finances.
According to Labor Statistics, 8 out of 10 entrepreneurs who start
businesses fail within the first five years. A big issue is under-capitalization
at the outset of starting a business. The reason businesses make it beyond
that five year mark is because they understand cash flow, how money is
working in their business, and properly estimate how much money they
need to survive every year. My hope is that you will find inspiration, insight
and practical tips in this issue that can be used for your own business
survival.
Dr. Carol Parker Walsh, JD, PhD, AICI CIC
Editor-in-Chief

BUSINESS
Green is the New Black:
How to Grow a Thriving Business............. 11
Money, Money, Money:
It’s as Unique as Your Image...................... 14
Member Spotlight: Zayna Rose........................ 23

16

PG

MASTER’S SERIES
Six Tips for Managing Small Business Finances............ 16
Five Secrets to Increasing Your Fees
to Up Level Your Business........................................ 18
Check Your Money Mindset.......................................... 21

27

PG

CERTIFICATION
Six Reasons Why You Should
Get Yourself Certified..............................................27

31

PG

BETWEEN US
Upcoming Events.......................................................... 31

The Association of Image Consultants International | 5

FAIRY TALE

OR A BUSINESS?

I

n times of abundance it seems easy to manage
business finances. Thereâ&#x20AC;&#x2122;s plenty of work and money
seems to flow easily. But happens in times of want?
How will you keep your business afloat? What systems
do you have in place to bring in new clients and create
a steady source of income?
There was a time when my website did all the
marketing for me. As long as I had 60 visitors on my
website each day, my business went well. On my site I
had my favorite programs, and people wanted them.
Then the e-revolution started. New image consultants
started websites even before they finished their
education, and were in social media big time. Although
I was one of the most experienced image consultants
in my country, it was not easy anymore to stand out.
I started investing in marketing courses. But doing
marketing well is not easy. I can say now: I failed big
time. So I hoped for a better time to come.
In the meantime I could see my savings would not
be sufficient in the long run to overcome the lack
of income. So I decided to reduce costs as much as
possible. I also stopped spending in my private life. I
decided to buy as few clothes as possible for one year.
Let me tell you, I had a hard time; it was such a habit
to buy things and clothes, even if I did not really
need them.
When the recession came, I simply did not know how
to get my business going. A marketing coach made all
the difference for me. I had to face that deep down I
had given up. I simply did not believe anymore that I
would be successful again.

6 | October 2017 magazine

Step by step, my coach took me through the process
of finding a niche, building offerings that people are
hungry for, and thinking strategically. She empowered
me and showed me the way. She helped me see my
value and to speak in a way that people understand
what I do. Now, 18 months later, I can say I have a
business again, with a niche and products that are in
demand.
How thankful I am for all I learned in the past years.
The need to hope went away: my business is not a fairy
tale anymore. I can manage it. I hope this issue of AICI
Global will inspire you to create financial success for
your business.

WARMLY,
RIET DE VLIEGER, AICI CIP
AICI International President

FEATURE

FIVE SIMPLE STEPS

TO UPGRADE
YOUR MONEY
MANAGEMENT SKILLS
AND BECOME THE CFO
YOUR BUSINESS NEEDS
BY PHYLECIA JONES

If you are in the habit of managing your business decisions by looking at what is
in your bank account, you will potentially join the nearly 595,000 businesses that
close their doors each year according to the U.S. Small Business Administration.
Lack of money and lack of financial management skills are the reason nearly 50%
of business will not make it to 5 years. So, when it comes to managing the money
in your business, are you willing to do what it takes to become the Chief Financial
Officer your business needs right now?

I

f you are ready to get ahead of your money and
stop feeling two steps behind, follow these simple
steps and you will know your numbers, take

control of your expenses, and create a system to
successfully manage your business finances.

The Association of Image Consultants International | 7

1. Acknowledge that money management
is a part of your business and make
it a priority. If you find yourself pushing
money management to the side or waiting
until tax time, it is time to stop this habit
now. By acknowledging that money, making
it and managing it, is a healthy part of being
successful as an entrepreneur, you take a
major step in becoming a confident and
powerful CEO. Instead of only seeing money
as something you make, see it as a way to
define and document your success.

2. Get rid of those $300 coffee dates. When
controllable expenses eat away at your
money, they also eat away at your ability to
make a profit. Analyze monthly subscriptions,
review unexplained charges, and look at the
small expenses that add up. If you are not
sure where to start, begin with your meals
and entertainment. With networking events,
prospect coffee dates, client dinners, and

8 | October 2017 magazine

business luncheons, you can easily spend
$300 - $600 a month. Going for a walk,
meeting at a local museum, and carpooling to
a networking event are great ways to reduce
expenses and make great connections.

3. Establish a system to manage your
money Systems and processes are the
lifeblood of a successful business, and
having a system for money management is
no different. Put it on the calendar! Every 1st
and 15th of the month, schedule one hour,
between 6am-9am and look at the overall
financial state of your business. Look at your
numbers and know what went out, what
came in, and what needs to be done the
following month. The 1st and 15th system is
a powerful structure in your business that
will give you more control of your finances,
more confidence in your decisions, and you
will uncover the exact steps to take to reach
success in your business.

4. Stop spending and start investing in your
business. When you invest in your business
your purchases have the future in mind. By
knowing your numbers, you will be better
prepared to capitalize on opportunities that
align with your goals. Remember, your goals are
the blueprint to drive your business financial
decisions. Without these goals, you run the risk
of losing focus, consistently overspending, and
feeling as if you wasted a lot of money.

5. Give yourself a salary… ALWAYS Stop buying
into this myth of not taking a salary! While you
are putting your heart and soul into running a
business, you cannot ignore that you have a life,
a family, and bills! Giving yourself a salary is
a marker so that you can celebrate your work,
show your supporters that you are moving in
the right direction, and keep your personal
finances from falling into ruin. The concept of
giving yourself a salary may sound odd, but if
you ever use your business checking account to
pay for your personal life, you are taking a salary

and just don’t know it! Get ahead of this habit
and create a consistent system around giving
yourself a paycheck. Even if you cannot give
yourself a large salary, writing yourself a check,
or auto-drafting $5, $25, $100 on the 1st and
15th of each month establishes a good practice.
You will appreciate this as your business grows
and finds more success.

Overall, it takes a lot to run and maintain a
successful consulting business. You wear many
hats that are crucial to reaching your goals and
achieving the next milestone. When you truly take
on the role of CFO you will instantly boost your
confidence in the decisions that must be made in
your business. From simple steps like controlling
your expenses, to creating a system to give yourself
a salary, and making smart investments for the
foundation of your business, you are doing what it
takes to be a success. While budgeting and money
management are not the glamourous parts of
business, it is will set you apart from the rest.

PHYLECIA JONES, BUDGETOLOGIST &
SOLOPRENEUR MONEY MANAGEMENT
EXPERT After a lot of grunt work and “let’s
get real with my money moments,” Phylecia
Jones successfully figured out the best ways
to navigate that thin line of personal and
business finances while putting her heart
and soul into being an entrepreneur. As the
Founder of Budget School and Host of the
Budget School Podcast, Phylecia is the savvy
go-to budgeting nerd, speaker, and trainer.
She thrives on changing the world one budget
at-a-time and is opening the door for many
coaches, consultants and solopreneurs to have
that must needed wake-up call to get serious
about managing money and knowing their
number

The Association of Image Consultants International | 9

BUSINESS
FEATURE

GREEN IS THE NEW BLACK
HOW TO GROW A THRIVING BUSINESS
BY AUDREY GODWIN

The Association of Image Consultants International | 11

As an image consultant, you help clients present the image of wholeness
and success they envision for themselves. This affects every area of their
life, including how they make money and build wealth.

H

ow excited would you really be if you knew
that your cash flow and profit aligned and truly
supported your vision and values? Would you
be more passionate about growing your company?

Creating a simple business plan is no different than
creating a beautiful and functional wardrobe. Once
you have the fundamental pieces in place, you can
build more around it.

Here are the fundamental activities to build your business:

1. K now who your customers are and increase
the number of the type you want. Once
you know why your business matters to your
customers from their point of view, you can plan
on increasing your market share. Go deep, not
wide.

2. Increase the number of times your customers
buy from you. Develop relationships and stay
top of mind. Be of service so they are thinking of
you all year round. No more one and done.

3. Increase the average value of the sale. This
comes down to pricing. Remember, you do not
charge what you are worth. You charge for the
value of the results you provide your customers.

It is vital for your company to grow
well and for you to take home personal
income that reflects your level of personal
investment. Take seasonality out of your
business and make green your new black!
AUDREY GODWIN is an award-winning
entrepreneur, author and strategist. She has
taken her 20 years of working as a CPA
and put it into a step-by-step system that has
helped companies from start upâ&#x20AC;&#x2122;s to
$20 Million in revenue get the results that
reflects what matters most to them and who
they serve. Audrey can be found at
Resilient Business Solutions.
12 | October 2017 magazine

4. Improve

your business processes. When
do you bill for services â&#x20AC;&#x201C; when the project is
complete? How is your collections process?
Have you automated those processes you repeat
regularly? Automating processes allows you the
time and flexibility to focus your energy on those
tasks where you alone bring value, like planning
and managing the business.

5. Being clear gives you single-minded focus
for your activities. These clearly defined
activities allow you to say YES! with enthusiasm
and NO without apology. As a result, you will
make more money AND keep more of what you
make.

AICI GLOBAL MAGAZINE
FINANCIAL EDITION

BUSINESS

MONEY, MONEY, MONEY
IT’S AS UNIQUE AS YOUR IMAGE
BY JAINEE GANDHI

“I work all night,
I work all day
To pay the bills
I have to pay
Ain’t it sad,
And still there
never seems to be
A single penny
left for me
That’s too bad”
DO YOU RECALL
THIS ABBA SONG?
14 | October 2017 magazine

The value of saving money for a rainy day was instilled in me by my parents from a very
young age. I realized the value of this when I left a fixed income and jumped into my
entrepreneurial venture.

B

eing an entrepreneur is like having an
elephant as a pet. You earn x amount and feel
as if you have to reinvest everything back in
your growing business. But there’s more to it than

that. Being married to a banker has taught me some
valuable lessons that have helped me both in startup stage and growth stages of my business.

Since my husband’s knowledge proved so beneficial, I asked him to share some of his
basic principles on managing money. He listed seven key principles one should follow.

1. Ensure you keep records of your income
and expenses for each practice area
separately. It sounds simple, but most people
do not record / segregate them correctly. For
example, the luxury bag you bought for an AICI
event is really not a business expense even if
you used it during the event. The marketing
material for a corporate workshop however is
an expense. Also, do not combine it with your
expenses for an individual clients.

2. Hire an accountant and tax consultant for
regulatory filings. It’s to over costly in many
regions. Get your tax consultant to analyse
income and expense records and assess how you
are doing in each of your practice areas.

3. Identify cash payment, duration of the
payments, and whether it’s truly beneficial
to your organization. For example, a one-time
investment in a color tool that can be used for
multiple events is a beneficial purchase. It is not
the same as the items you purpose to be used as
giveaways at each of your workshops.

4. Have a financial investment plan. Identify
what and how much you will invest and for how
long, and when you expect to recover the initial
investment. Without a clear budget and strategy
your money will flow really like an aimless
feather in strong winds.

5. Do not overcommit on long-term expenses
or invest too heavily when you’re first
starting out. It’s easy to overcommit thinking
you’re “investing” in your business. But if you
don’t have the money in hand or contracted to
come in you’re just creating a financial hole that
may prove difficult to escape.

6. When and how much you reinvest in your
business will depend upon your personal
financial situation. Money is like oxygen, the
more you put in your “business fire” at the right
time and place, the more it will grow. You also
need oxygen to breathe and survive. Identify
the amount you and your family need to survive the bare minimum plus an additional percentage
for emergencies - and reinvest the balance back
into your business.

7. Create business assets for long term invest
and use. Continuing education, software
programs, templates, and tools you’ll use
through the duration of your business are
business assets. Remember, however, not to over
extend yourself.
JAINEE GANDHI is an accomplished image
consultant and one of the only CIP in India.
She works with individuals and corporates
on creating an authentic image for
themselves. Her Moto is “refuse to be unseen”.
www.ImageReDefine.com
www.StylingReDefine.com
The Association of Image Consultants International | 15

MASTER’S
FEATURE
SERIES

6 TIPS FOR MANAGING
SMALL BUSINESS FINANCES
BY HELENA CHENN, AICI CIM

Every business, big or small, is always concerned about one thing – managing money.
Small businesses, especially, need to exercise caution with their financial decisions
from the very beginning. It takes more than just a good idea to run a business. As
“solo-preneurs” in the image industry, consultants need to be equipped with good
money management skills to turn their ventures into successful businesses.

16 | October 2017 magazine

Here are some tips I’ve utilized in managing my business:
1. Educate Yourself Just as you invest time and
funds in learning about your image business, you
should educate yourself about the various aspects
of finance. Learn to read financial statements –
this tells you all about your money – where it
originated from, and how many times it’s changed
hands, and where it is.
2. Create a Budget A budget is simply an
expectation for business results. At the beginner
level, make a budget on the first day of the month
to estimate how much income you’ll receive that
month and how much you’ll pay out in expenses.
Then review the budget compared to actual
results at the end of the month. A budget will
help you make informed decisions and identify
potential problems before they occur.
3. Separate Personal and Business Finances
Always keep your personal and business finances
separate. This entails getting a business credit
card and putting all related expenses on it. This
should help you track your outlays and keep you
in control.

5. Invest in Cloud-based Accounting
Software While you can definitely use regular
software to manage your finances, it will never
give you the convenience cloud-based accounting
software can. Web-based software provides you
with real-time insights, enabling you to store,
update and track your data from anywhere.
Whether you’re at your home, office or traveling,
you can conveniently work with your data. It’s
error-free, hassle-free and dependable.
6. Hire professional Help Everyone needs
help, especially a new entrepreneur seeking to
become a success. Sometimes, it pays to engage
the services of experts, even if it’s on a part-time
basis. They can help you determine where your
business is and where it is heading. Whether it’s
for tax planning or a business coach, be sure to
hire someone you trust.
Owning and running your own business can be
exciting. It can also be nerve-wracking, especially
when it comes to handling finances. Keep these
tips in mind when planning your venture.

4. Pay Yourself a Salary You don’t have to send
yourself a regular paycheck, but you can pull
money out of your business account at regular
intervals to give you a personal income. When
you pay yourself, it forces you to think about your
business and your personal income separately.

Helena Chenn has been a custom couturier,
wardrobe consultant and stylist in the San
Francisco Bay Area for 30 years. She is one
of 19 Certified Image Masters in AICI. She
has served in numerous positions on the
AICI SFBA Board and as VP Membership
and VP Conference (5 times) on the AICI
International Board. She has received AICI’s
highest accolades including: The IMMIE
Award of Excellence, the AICI Award of
Excellence and is a three-time recipient of
the AICI San Francisco Bay Area Chapter’s
Member of the Year Award.

The Association of Image Consultants International | 17

MASTER’S SERIES

5 SECRETS TO INCREASING
YOUR FEES TO UP

LEVEL YOUR BUSINESS
BY SARAH HATHORN, AICI CIM

O

ne of the most difficult decisions independent
image consultants face is when to raise their
fees. How do you establish fees that are

18 | October 2017 magazine

commensurate with the value of your work? It’s not
easy. Which is why many entrepreneurs make the
mistake of staying at the same rate for years!

What could be getting in your way
when it comes time to raising your fee?
Perhaps you…
• Are afraid that if you raise your fees you won’t
attract your ideal clients.
• Worry that by charging more you’ll no longer
meet your client’s expectations.
• Struggle with low self-esteem and don’t feel
worthy of higher fees.
• View yourself as a commodity, overly concerned
with what your competition is charging.
If you’re grappling with any of these issues, you’re
not alone. After coaching image consultants for
years, I’ve identified a formula that my private clients
have used to successfully increase their fees and get
many more clients clamoring to work with them.

When and How to Increase Your Fees

How often should you raise your fees? At minimum,
you should be raising your fees annually, since the

cost of living is going up in every country, every
year. If you see yourself as a real business owner,
you should be raising your prices annually, too.
Determining how much to increase fees can be
tricky. You want to go up incrementally to stretch
yourself, but at the same time be realistic as you
build your fees with upward momentum.
When my clients ask me how much they should
raise their fees I usually determine their price
ceiling by asking them, “What if you went up 10
percent to start with?” As they get more and more
clients buying at that 10 percent increase, then it’s
time to go up another 10 to 20 percent.
The percentage to increase your fees is also
dependent on your comfort level, years of
experience, specific credentials and certifications,
as well as your country’s culture and economic
state. However, the biggest determining factor
in your fee structure is the value you bring to
your clients.

The Association of Image Consultants International | 19

Five Secrets to Raise Your Value So You Can Confidently Raise Your Fees
1. Powerful Branding Sells If you have a wellknown brand, you can command higher fees.
How do you know your brand is working? When
you don’t have to do much outreach marketing to
get new clients; instead, people are calling you. A
powerful brand needs to be backed up by a highlevel website to impress higher-paying clients who

look you up.

2. Your Unique Backstory
Will Outshine the
Competition’s What do
you have to offer that’s
unique? Remember that
any prior experience
that complements your
image consulting business
increases your value in the
eyes of your clients. For
example, if you managed
a clothing boutique for
five years, or worked as
a corporate trainer, you
need to leverage these
experiences and tie them into your unique brand so
you can charge more.

5. Results Matter! When marketing their
services, most image consultants make the mistake
of concentrating on the “input” (how they work
and what they do) versus talking about the
“output” (the results the client will get). People
buy aspirational results. When you can showcase
the results you’ve helped other clients achieve,
and then draw a picture of
what you can help them
personally achieve, they will
find your services invaluable,
and that comes with a big
price tag.

“What if you went up
10 percent to start with?”
As they get more and
more clients buying
at that 10 percent
increase, then it’s
time to go up another
10 to 20 percent.

3. Referrals & Testimonials Are the Gold
Standard If you have five or more client
testimonials on your service offerings, or if
former clients are advocates giving you organic
referrals, it’s definitely time for a price increase.
People always sell us better than we can ever
sell ourselves, so make sure you’re asking for
testimonials and referrals from clients who are fans.
4. Thought Leadership Is the Platinum
Standard If you position yourself as a thought
leader in the industry, you’ve found the key to the
income kingdom. Many consultants are content
to do or teach what everyone else is doing or
teaching. Break the mold and create your own
methodology in how you work with people. If you
are a speaker or conduct workshops, share your
own intellectual property. This will give you a
tremendous advantage over your competitors.

20 | October 2017 magazine

Isn’t it time you started to
really see the value in the
way you help your clients
for a lifetime? Start slowly by
giving yourself a raise and
increasing your fees 10 to 15
percent. I’ve worked with
many image consultants who
raised their fees, and when
their clients gladly paid, they
realized all this income they had left on the table
over the years. Don’t wait! Step up and charge more
today. You’ll be glad you did!

As the CEO of Illustra Consulting and
Illustra Business School, Sarah has
coached and developed hundreds
of image consultants in more than
35 different countries. Sarah is in
high demand as an internationallydistinguished executive coach, corporate
consultant, and keynote speaker. Her tips,
insights, and advice have been cited by
publications including Forbes, the New
York Times, and Money Magazine.

CHECK YOUR

MONEY MINDSET
BY DR. CAROL PARKER WALSH, JD, PHD, FFSM, AICI CIC
“I’ve never been good with money.”
“I hate budgets.”
“I’ll never be a 6-figure earner.”
“My market won’t pay premium prices.”
If you’ve ever heard these statements come out of your
mouth—or even in your head—then you’re engaging
in a damaging habit known as negative self-talk. By
telling yourself these lies (and yes, they are lies) you’re
reinforcing the beliefs that go along with them.
What you visualize and believe is what becomes true.
Tell yourself that you’re not good with money, and
you won’t be. Believe that budgets are horrible chores
to be reviled, and you’ll resist creating one. Convince

yourself that you can’t earn a 6- or 7-figure income,
and you won’t.
By contrast, if you act and think as if you already are
a 6-figure earner, you’ll approach your business quite
differently. Your confidence level will increase. You’ll
present a very different brand to your prospective
clients. You’ll go out of your way to connect with
those who can and will afford to pay your higher rates.
Change your mindset and you’ll change your money.

NOVEMBER 23RD IS INTERNATIONAL
IMAGE CONSULTANT’S DAY!!
WHAT WILL YOU BE DOING IN YOUR CHAPTERS TO CELEBRATE?
NOW IS THE PERFECT TIME TO CREATE A PLAN OF ACTION TO CELEBRATE
THOSE WHO WORK TO TRANSFORM THE LIVES OF SO MANY.
Whatever you decide to do within your chapters be sure to take photos and share them at vpmarketing@aici.org.
Your International Image Consultant’s Day celebrations will be published in the January Global Magazine!

22 | October 2017 magazine

MEMBER SPOTLIGHT

MEMBER
SPOTLIGHT:

ZAYNA
ROSE

BY DR. CAROL PARKER WALSH

I

had the pleasure of sitting down
with Canadaâ&#x20AC;&#x2122;s President and Tedx
Talk Presenter Zayna Rose. Zayna
has been an active member of AICI for
over 12 years and have served at the
international level shaping structure
and future of our organization. Read on
to learn more about this powerhouse
and wildly successful consultant who
has leveraged her CIP certification to
truly make an impact in our industry.
Q. What do you do in your business?
Whatâ&#x20AC;&#x2122;s the focus of your image
practice? (individual, corporate,
etiquette, all?)
A. My points of focus are: personal
branding, public image development,
interpersonal communications
coaching, media training and styling.
I work with individuals, private
groups and corporations. I speak,
write, and consult/train in person
and online.

The Association of Image Consultants International | 23

Q. What did you do prior to becoming an image
consultant?
A. I started training to be an image consultant a few
months after graduating from university where I
studied psychology. I jumped right in after discovering
what I wanted to do. It’s been over fifteen years now!

My time and resources are factors, of course, but they
don’t dictate the fees for private programs or corporate
contracts. I’ve learned to set my fees according to the
results I know I can bring to clients’ lives as I facilitate
transformations big and small. Working through this
process has allowed me to ask for significantly higher
rates that better represent the level of work I’m doing.

Q. Why did you seek your CIP certification? How
has your business benefited from this level of
certification?

Q. What two to three things do you think consultants
can do to improve and expand their business?

A. I chose to earn my CIP certification level early in
my career in 2006. Image consulting was not as well
known as it is now, of course. I was excited to find
that our industry had put some standards into place
and I wanted to have my CIP for personal reasons as
well as for the public credibility it can bring. Creating
that application portfolio showed me that I had in fact
achieved quite a bit in a moment when I felt I was not
growing quickly enough.

A. Figure out your own way of delivering your services
virtually to individuals and groups. It might seem
daunting at first, but it’s worth it to be able to help
people, no matter where they are in the world. You
can also do paid work when you’re away from home
and have an international clientele without traveling
constantly. Training people online in a group can
also be a fun and effective learning environment. It’s
lucrative as well - billions of dollars are made every
year by people who provide online courses.

Q. What’s the best tip you received or would like
to share on increasing income OR managing your
business finances? [That’s the focus of this edition]
A. Changing the way I evolve my business model and
advance my fee structures has been critical for me.
In the earlier stages of business, it was helpful to look
at the average market value for the common industry
services. Now, I’ve developed my own systems and
business style that are a part of the value I provide.

24 | October 2017 magazine

Strongly define your ideal premium clients as well as
those you may want to attract to your workshops or
virtual training. Demographics matter, but personality/
communication style, purpose, and general nature
tell me who will make a great client. In recent years,
I have gone into great detail with this and it’s brought
me to a much deeper level of marketing. I attract a
much higher percentage of people who fit naturally
and happily with the way I prefer to work. It helps
when you fiercely distinguish yourself and your point
of difference.

Never stop training and developing your craft and
business skills. Keep taking courses, keep evolving your
business model (plan for future phases even when what
you have is working for you) and take inspiration from
outside of the industry for a broader view.
Stay in touch with colleges and universities. Talking
with students of all levels can keep you briefed on how
communication styles and generational points of view
are evolving. Academia is also a fitting place to test out
new theories and presentation styles.
Q. What made you get involved in AICI leadership?
I simply said yes when I was asked to get involved as a
brand new member in Toronto. Rebecca Chu, AICI CIP,
was our Canadian AICI President, and she asked me to
begin volunteering. I was at the start of my career and
I knew it would be a great opportunity to jump in and
get involved.
I’ve held a number of domestic and international
positions over the years. Helping to shape the value the
association provides to our members is exciting to me.

I love strategy and working to realize the next level of
the big picture for our industry.
As a part of the team, I’ve been able to help influence
what the public thinks of us. Most importantly, I’ve
interacted with members from all over the world and
formed friendships with so many people that are dear
to me.

DR. CAROL PARKER WALSH, JD, PHD, FFSM,
AICI CIC, is an award winning bestselling
author, columnist, image strategist,
international speaker, and television
personality. She’s the founder of Evolve Image
Consulting, LLC, a personal and professional
development company that educates
entrepreneurs, professionals and women
of influence on developing an empowering
presence and confident image. She serves
as editor in chief for AICI Global and VP of
Global Marketing & Communication on the
AICI International Board.

The Association of Image Consultants International | 25

I

nternational Vice President
for Conference, Valeria
Doustaly was on the move
when she took time away
from her busy schedule in
Paris to attend the Installation
Breakfast of the new board
of directors in Buenos Aires,
Argentina.

Is it really necessary to get certified
by AICI? Well, the short answer is YES
if you are seriously pursuing image
consulting as a profession.

I

can still recall when I started my own journey in this field 20 years ago. I was one of those young, budding
image consultants that ranked experience over certification. I never considered getting myself certified because
making money was more important and helping my clients achieve what they need was the only thing that
mattered…or so I thought. Also, I pride myself on having received my formal training from some of the greatest
masters in the industry. Thinking about the cost and time involved in getting some silly certification from AICI
was definitely not on my “to do” list.

The Association of Image Consultants International | 27

But I was wrong, and here I am sharing the six reasons why certification is so, so very
important. The following are the lessons I learned about the importance of being certified:
1. Demonstrates commitment to the profession
The first lesson I learned came from affluent clients that
I consulted. They knew about AICI and the certification
offered by AICI and naturally asked me whether I was
certified. I told them I was a member of AICI but was
not keen to get certified. I even proudly told them why
certification was not important. The next thing I knew,
I was no longer getting referrals from them. It was only
later that I found out they felt I was not committed
to the profession and I was probably someone that
was out to make a quick buck. My explanations were
seen as excuses. Hence, my first lesson in certification
- getting yourself certified demonstrates your
commitment to the profession.
2. Reflects achievement The next lesson I learned
came from another close client. She was wondering
why I never got myself certified by a professional body.
She herself was a certified PMP (Project Management
Professional) and boy, did she give me a piece of
her mind when I told her certification wasnâ&#x20AC;&#x2122;t that
important. She shared with me that a certification
basically means an independent, credible entity is
vouching for your ability because you achieved the
requirements to be recognized as a professional in
that subject matter. This was my lesson No. 2 - being
certified reflects your achievement. To be recognized as
a professional that has met stringent requirements, you
need to be certified.
3. Builds self-esteem The process of certification
helped me become more confident in my image
consulting business. When I started consulting clients
on image, I constantly got stressed out when clients
compared my advice against those from fashion
gurus. It really ruined my confidence and nearly
destroyed my career. I was so close to quitting the
profession. Fortunately, I found the courage to pursue
a certification with AICI and the entire process of
certification offered me the natural progression of
acquiring knowledge, skills and mastery. But most
importantly, it boosted my self-esteem and confidence.

28 | October 2017 magazine

Just knowing that I have been thoroughly tested and
endorsed by an esteemed organization made me feel
proud of myself. So, lesson No. 3 - the process of getting
yourself certified helps to boost your self-esteem and
confidence.
4. A significant differentiator for a winning
proposal There are many image consultants operating
without certification, and I must share that all the ones
I know are really passionate with what they do, and
they are good, too. But when two competing proposals
are received by the prospective client, 9 out of 10
would give more consideration to the consultant with
certification because certification lends credence to
your claims. Well, think about it: when you are about
to make an appearance on national TV and how you
look is really important, would you prefer a certified
hair stylist trimming your hair or one that is not
certified? So, lesson No. 4 - being certified allows you to
differentiate yourself from those who are not.
5. Increases your earning potential In almost
everything relating to services, clients are always
willing to pay for quality. Being certified assures your
clients that they are paying for quality, and you are
entitled to raise your fees for the quality you offer.
Clients are willing to pay a good fee to acquire the
added assurance that their investment in you will
provide good returns. Lesson No. 5 - if you are certified,
you can potentially earn more than others who are not.
6. Greater recognition from peers Especially for
those who are passionate about image consulting and
wish to help grow the industry by teaching, training
and developing others in this field, certification
becomes crucial. How can we develop others when we
have not gone through the process of certification? I
for one will not want to teach others wrongly because
ultimately it is their livelihood I am dealing with.
Getting yourself certified naturally gives you the clear
ability to coach and develop others in a proper manner.
Therefore, lesson No. 6 - get yourself certified so you

can contribute back to the industry. To do that you
need to be recognized as someone who is capable of
doing so.
Getting a certification from AICI is not about
the promise of potential earnings. It is about the
professionalism we uphold. My 20-year journey in this
field has taught me so much about the value of my own
profession. I truly love the work I do and am passionate
about it. Fortunately for me, I realized this early
enough to understand the need to invest in my own
development, and there is no better way to start than to
get a certification from AICI.
Fast forward 20 years, I am now a Certified Image
Professional from AICI and an ardent advocate of AICI
certification. I feel blessed that I have the opportunity
to play a key role in bringing the benefits of AICIâ&#x20AC;&#x2122;s
certification to more people across the globe.
There is no doubt that someone can be really
competent and ethical without a certification; I have
known people like that. These are people I really
admire. At the same time, there is no guarantee that
someone with a certification will actually practice in a
competent and ethical manner.
However, my view is that having proper certification
helps to raise the bar for the profession and promotes
continuous growth to meet the increasing demands of
the industry.

My personal view is that the benefit of being certified
under AICI goes beyond the 6 reasons I have mentioned
earlier. It is about our commitment to the community
of image professionals worldwide. We do not carry a
certification to outdo one another. Instead we carry
a certification to elevate the branding of the image
professional community as a whole. Our valued clients
need the assurance that they have access to high-quality
consulting, and we need their recognition that image
consultants are competent professionals with high
standards.
I believe every image professional will share my
aspiration of seeing our profession mature in tandem
with the maturing marketplace. If you have not
considered getting certified, I strongly encourage you
to do so within your interests and your means. If you
already have a certification then I would encourage you
to seek higher level certification. Embrace certification
for yourself and your profession and more importantly,
for the clients we serve.

Ana Cheong is the co-founder and principal
consultant for AAA Solutions. She focuses
on personal and corporate branding,
communication, executive presence and
dynamic neurological abilities. Ana is the
current National VP for Certification.